Research On Brand Building Of NC Company

Recent years has witnessed the booming of China’s rail transit equipment industry. According to the operation data of China Railway Corporation in January 2014, passenger transportation volume has realized a year-on-year growth of 14% and the mileage of high speed rail network has exceeded 10 thousand kilometers. With its fast, convenient, safe and comfortable features, the high speed rail is bringing tremendous changes to the whole society. Thanks to the very favorable conditions for the companies engaged in rail transit equipment manufacture to grow, great improvement and development have created in these companies in such aspects as enterprise management, technical capability, independent innovation and scaled production. However, With the economic globalization and the competition internationalization, brand building is showing more salient importance and greater strategic significance to the sustainable development and expansion of companies in the industry. Therefore, domestic rail transit equipment enterprises are facing the severe challenges in the process of sustainable development and export. The weak awareness of enterprise brand shows that the brand building and promotion in these companies are just at the starting stage.NC company enjoys excellent performance in recent years among the rail transit equipment manufacturers. This company boosts a complete system for the R&D, scaled production and standard service for high speed EMU, locomotive, passenger coach, freight wagon, metro vehicles and relevant components. The intellectual properties of such high speed EMUs belong to NC company, which makes it possible for these EMUs to be exported to overseas countries. As the representative of China’s high-end equipment, NC company has less aggressive brand influence, and still play a passive position in the international market competition. This company realizes the importance of brand management, and has put the brand strategy planning into effect since 2010. Compared with the similar enterprises in developed countries, brand building of NC company is still in its beginning stage, brand management stage needs to be improved, and brand promotion model will be further improved.Therefore, "Research on Brand Building of NC Company" is chosen as the title of this essay. Based on frontier academic theories, combining Chinese local innovation achievements of brand management, this essay utilizes both theory and practice to research the brand building and management of NC company. Documentation method and questionnaires method are also applied in the research. Through researching and analyzing the status quo and development process of brand management in NC company, problems and shortcomings were discovered. On the basis of current brand management practice, brand building process and model suitable to rail transit equipment companies are developed. Furthermore, brand building method is created especially for this industry. The innovative researches on brand building for rail transit equipment manufacturers is to tackle the major problems incurred in building brand as we seek to offer reference to facilitate the company managers to make decisions in brand building.